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Creating a Dynamic Inbox with Embedded Video in EmailPresented by: Justin Foster, Keith Richard
#VideoEmail
Video in Email. Done Right.
#VideoEmail
#VideoEmail
Daily Time Spent with Digital Media (US Consumers)
Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and Counting to Check out the NewFronts,” April 29, 2013
2010 2011 2012
Social networks 0:26 0:30 0:37
Email 0:26 0:28 0:33
Online video 0:10 0:17 0:24
Using search 0:16 0:20 0:22
Online games 0:13 0:16 0:17
Blogs 0:05 0:16 0:07
Online radio 0:07 0:06 0:06
Online newspapers 0:06 0:06 0:06
Online magazines 0:02 0:03 0:03
#VideoEmail
2010 2011 20120
5
10
15
20
25
30
35
40
Social networksEmailOnline video
Source: GfK “Multimedia Monitor” / IAB “45 Million Reasons and Counting to Check out the NewFronts,” April 29, 2013
Daily Time Spent with Digital Media (US Consumers)
#VideoEmail
Ad Tactics US Agency Executives Expect to Show Highest and Lowest Growth
Highest Growth Lowest Growth
Online video 25% 2%
Mobile video 23% 4%
Mobile display 17% 10%
Social media 9% 4%
Direct response 7% 32%
Online display 7% 4%
TV 6% 25%
Search advertising 5% 5%
Connected TV 2% 15%
Source: Brightroll, “Digital Video 2013,” May 1, 2013
#VideoEmail
Benefits of Using Video in Email Marketing
Increased CTR
Increased time duration reading email
Increased sharing of the email
Increased conversion rate
Increased revenue (sales)
Increased ad sales
Inceased AOV
Other
No benefit/None
0% 10% 20% 30% 40% 50% 60%
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
#VideoEmail
“Marketers adding video had monthly revenues that were forty percent higher than those that were not using video in their email marketing.”
Source: The Relevancy Group, LLC Executive Survey, n=266, February 2013
#VideoEmail
WHO to engage with
video?
HOW can video add
value?
#VideoEmail
Time & Attention
Value
#VideoEmail
Simulated video player
PROS: Compatible with nearly all mail clients No learning curve Established best practices
CONS: Lowest CTR of all possibilities of featuring video in email Does not differentiate in-email messaging Reduces video views (especially on mobile)
Static Image: A regular image that appears to be a video player within the email, designed to incite a click so video plays on the web.
#VideoEmail
Simulated videoVideo .GIF: A silent, simulated video in the inbox using animated .GIF technology.
PROS: Higher CTR vs. static images depicting
video player (10% -15% on average) Differentiates the inbox experience Easy to implement without
deliverability headaches
CONS: Usefulness in a video context limited to “teaser”
functionality Reduced video views vs. embedded video Lower CTR vs. embedded video
#VideoEmail
Embedded videoEmbedded video: True video with audio that is capable of playing back directly within the inbox of supporting mail clients.
PROS: Highest CTR when compared to images/animations (40% higher vs. animations amongst VideoEmail clients, on average) Maximum number of video views, especially on mobile devices Most differentiated experience in the inbox
CONS: Can not link through the video to an external site (no interactivity) Works for ~65% of openers (B2C) or 35% of openers (B2B), requiring a fallback to video .GIF or simulated player in all other instances
#VideoEmail
43%
57%Mobile/TabletDesktop/Web
Source: Litmus Email Analytics, n=258MM email opens, July 2013
Mobile/Tablet Market Share, July 2013
#VideoEmail
Embedded Video Linked Video
#VideoEmail
#VideoEmail
Benefits of Mail Client Sniffing
Analytics Video playback in mail client % embedded video served
Outlook.com – compatible HTML5 poster
Android – compatibility in native mail client
Embedded video – compatible poster image
Mobile experience – optimized bitrate
#VideoEmail
The VideoEmail Waterfall
#VideoEmail
• Goal: Deliver engaging inbox experience around Mother’s Day holiday
• Non-transactional email: build trust and relationship
VideoEmail Application
#VideoEmail
• Subject: “Video: Mother’s Day According to Kids”
• 99.76% delivery rate• 1 of 4 opened more than
once – repeat watchers• Click-to-open 5.64, 2X
average
VideoEmail Results
#VideoEmail
• Video can successfully be integrated in email without harming deliverability
• Embedded video drives inbox engagement, 2X click-to-open rate
• Continue integrating video into email to drive engagement in-channel
VideoEmail Lessons Learned
#VideoEmail
50% higher CTR compared to prior video emails without embedded video
#VideoEmail
55% higher revenue per email delivered in A/B split test
33% higher conversion rate in A/B split test
66.5% of all recipients served embedded video
#VideoEmail
38.9% receiving video embed for 2011
56.9% receiving video embed for 2013
Video played 58.9% of the time when rendered in inbox
#VideoEmail
MYTH
Embedded video isn’t worth pursuing because video isn’t supported by all mail clients.
#VideoEmail
State of video in email: B2C
#VideoEmail
State of video in email: B2B
#VideoEmail
FACT
#VideoEmail
Vertical-Specific Data Automotive: 72.4% Retail –
Luxury/Fashion: 70.9% Retail – Toy: 70.5% Retail – Cosmetics:
67.5% Retail – Branded
Apparel: 64.9% Retail – Media
Products: 60.8%
Entertainment: 60.2% Travel: 54.6% Retail – General Apparel:
52.1% Nonprofit: 51.7% Retail – General
Merchandise: 50.2% B2B – 36.1%
#VideoEmail
Best Practices
DON’T Use video for the sake of
using video Ignore the impact mobile is
having on video email
DO Consider video a
viable tactic to break through the clutter
Use video when it adds value
#VideoEmail
Best Practices
DON’T Create excessively long
videos Auto-play video with
sound on
DO Feature video prominently
within email to drive usage Size the video
appropriately for email
#VideoEmail
Best Practices
DON’T Use Flash Use Javascript Forget to sniff (Outlook.com,
Android, mobile & cross-browser issues)
DO Use HTML5 in a “waterfall”
model for embedded video Sniff the mail client with a
solution like VideoEmail
#VideoEmail
Questions?